Future Scenarios for Spanish Tourism: Discussion and Wild Cards

At a recent conference on scenario planning for the tourist sector in Spain, I presented the following Key Uncertainties and Wild Cards:

	1. Empty stores are hardly an uncertainty anymore in cities in Northern Europe. Changing comsumer behaviour, combined with the current crisis, will undoubtedly have an impact on inner cities in Southern Europe and on their attractiveness to visitors.
	2. Climate changes may affect tourism to Southern Spain, especially water-intensive tourism (such as golf tourism). Water distribution may even become a source of increasing regional and violent conflict.
	3. A Euro-crisis will have an enormous impact on price sensitive mass tourism, as we find thoughout the Mediterranean. If a country were to abandon the Euro-zone, and would (re-) introduce its own currency, beach tourism would immediately start to flow to the lowest point. (Image: Post in German Bild Zeitung, TUI is already calculating in Drachmae).
	4. The Arab Spring was a protest generated by rising food prices, at least as much as an expression of the desire for freedom and civil rights. It is therefore not hard to imagine that the 'Arab Spring' may spread to (European) countries with a population facing similar problems. Greece? (Image: Fast Company, Let Them Eat … What? High Food Commodity Prices Could Cause A Global Revolution).
	5. Population Decline apparently has ceased to be just a steady (albeit dramatic) change in birth rates, and may be turning into a desastrous, crisis-driven exodus. Ironically, some superficial populism welcomes emigration as an answer to mass unemployment, whereas in fact mass emigration is a phenomenon indicating a steeper crisis curve. (Image: El País, 580.000 People are leaving Spain. Note: This is the size of the entire population of Málaga).
	6. Youth depending on Parents: this is actually a chicken-and-egg phenomenon. In the poorer south of Europe people have traditionally been obliged to live with their parents during their studies and early professional career, for economic reasons. The paradoxical consequence of this tradition is that young adults in the North learn to cope with adverse financial conditions, whereas their southern counterparts may postpone their autonomy until they are able to live under the same standards as before. Thus, they may have developed weaker defense mechanisms for times of crisis. (Image: blogpost Mummies’ boys – the number 1 variable for predicting Eurozone sovereign stress?!, M and G Investments).
	7. Gastronomy becomes unfashionable: This is a more specific, profession-related wild card. In recent decades, many businesses but also many educational institutes have focused heavily on high-end gastronomy, not necessarily a traditional phenomenon in Spain. It may well be that this "Gastronomy as Art" has been closely related to the years of (EU- and speculation-fed) opulence, and that it may therefore again be on the decline. Not that people will stop enjoying food; but they may no longer be interested in self-actualization through cooking.

Conference: Escenarios de futuro para el turismo, Centro Superior de Hostelería de Galicia, November 12, 2011.

Where is the trip going? (Wohin geht die Reise?)

"On May 17th 2011 Jeroen Oskam and Gaby Seemann were invited by the project group 'Netzwerk Toekomst' to take a glimpse into the future. Oskam not just highlighted the importance of being prepared for the future but elaborated why the ETFI rather works with uncertain factors and scenario planning than with common forecasts. Ongoing developments such as a decline in out of home expenditure and increase in investments in energy and living rather than food and tourism shape tomorrow's tourism. A decrease in income and increasing costs for tourism due to higher energy costs will change the tourism pattern. Moreover, in house gaming and online communities such as Facebook and Twitter make the current and future generation of children rather stay inside and not meet or play outside which will drastically change their way of travelling and leisure behaviour in the future."

From the Ems-Dollard Regio Magazine:

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I-Shou University

Last May 6 and 7 I visited I-Shou University in Kaohsiung, Taiwan. I gave two guest lectures on "Intercultural Communication" and "Learning Management and Becoming a Manager: Two Different Things".

I-Shou University is part of a large complex on the outskirts of Kaohsiung, Taiwan's second city, with the University (15,000 students), an international school, a hospital, a 4 and a 5 star hotel, a mall and a theme park (both to be opened soon), all owned by the same investor. I understand that the "E" in E-Da World (name of the theme park and mall) refers to the owner, "Da" standing for "big". As all (167!) Taiwanese universities, I-Shou faces the problem of adverse demographics and has opted for an active internationalization policy. Our cooperation is the result of this, and I hope this experience will be extended to the international school and ours in Madrid.

My visit was to the International College of the university. Hard to tell, from a short visit, how good a university really is; facilities are hardly an indicator. I was impressed by the I-Shou students, who not only showed up in large numbers on their (lecture-free) Friday, right before the Mothers' Day weekend, but also asked serious questions. The first thing, almost unthinkable in Europe, the latter very rare; one should expect this to be even harder for more introverted students.

We have two students now doing their internship at the Crowne Plaza during its (sometimes chaotic) opening stage. "After this", they confided me, "we can face any challenge in the world".